You’re about to discover… “ Traditional Media ” Marketing Director Certification Program: Lesson 9 with Ken Hardison The Authority on Legal Marketing
Doesn't matter what media you use you still have to: 1. Standout from Competition 2. Create Great Ads 3. Employ Nurture Campaigns 4. Track your ROI
Television Broadcast – ABC, CBS, NBC, FOX Cable – TNT, USA, CNN Digital – MeTV, MyTV, ION
Broadcast TV - 210 TV Markets - Competitive Reports - Tap Scan Reports
Tips on TV Spend * Compare Apples to Apples - 18-49 Demographics - 25-65 Demographics * Reach – As much as you can * Frequency – 7-10 times per week
More Tips on TV Spend * CPM-Cost per Thousand * CPM is how you compare Cost of your Buy
Example: Dr Phil - $300 with a $5 CPM Andy Griffith - $50 with a $11 CPM Which is Cheapest?
Dr Phil CPM more than 50% Cheaper $11 vs $5 CPM
Strategies Buying Broadcast A. Pick one Station and Dominate B. M, T, W C. 6 am – 1 and late fringe D. 30 Second vs 15 Second Commercials E. Infomercial Buys
Late Fringe: 11 pm – 1 am Early Fringe: 6 pm – 8 pm Prime Time: 8 pm – 11 pm
Overnights – Ask for them Free as Added Bonus
Annual Buy vs Monthly Buy Which is better and why?
Annual buy you can cancel with 2 weeks notice
Require 20 minute spacing between your ads
Affidavit of Station
Make Goods * What are they? * Should you allow Make Goods?
Posting * What is it? * Why you want it?
Ad Agency should do this for you – as part of earning their 15% commission
Cable TV Same rules apply, except * Zone Buying * Laser Demographics
Digital Stations - Usually good for 50+ demographics - Not much reach though
Radio Is like Cable TV * Different Stations cater to focused demographics
Ask Stations what their demographics are for their ideal listener
Ads for Radio Commercial - Must repeat call to action along with a memorable telephone number Talk Shows – Good if you have lead generators
Telephone Numbers - Vanity – 1-800-Lawyers - Repeaters – 1-800-600-2255
Telephone Numbers (Cont.) - Buy if you can; Don't Lease
Billboards General Rule – Don't use unless you are doing TV or Radio
Billboards are Not Good stand alone marketing - Supports TV or Radio
Big Boards Poster Boards Digital Boards Pros and Cons on Each
- Always get number of eyeballs seeing Board - Get Daily Traffic Count for Billboard Warhorse Buy * Change Every 3 months
If you do Billboards – Use the KISS method
K -eep I -t S -imple S -tupid
- No more than 8 words - Use memorable Telephone Number
Yellow Pages -Still works in Rural Areas - Not what it use to be
Key is to use RFC Tracking Numbers
Newspapers - Only use for 50+ demographics
Remnant Buys - What is it? - How to use it?
Magazines - Stay away from - Bad ROI
Sponsorships for Ball Teams - Not a good ROI - Do it if it makes you feel good and not too expensive
Direct Mail - Will discuss more fully in future module
Working with Ad Agencies * Make sure if they get any freebies, they go to you * Have them put it in writing
Questions?
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